Credits:
Type Of Entry: Product and Service
Category: Other Consumer Products (Including Durable Goods)
Title:
SLEEPY CAMERA MAN
Advertiser/Client: COLCHONES SPRING
Product/Service: SPRING MATTRESSES
Entrant Company, City: UNIVERSAL McCANN COLOMBIA, Bogota
Country: COLOMBIA
Media/Advertising Agency, City: UNIVERSAL McCANN COLOMBIA, Bogota
Country: COLOMBIA
Credit Details:
| Name |
Position |
Company |
| Samual Estrada |
VP Creative Director |
McCann Erickson |
| Francisco Galan |
Creative Director |
Universal McCann |
| Manuel Bonilla |
Planner Senior |
Universal McCann |
| Mauricio Garcia |
Account Director |
Universal McCann |
Innovative Media Strategy:
Our insight evolves from people that don't sleep well and the consequence ends up in a bad day by falling asleep everywhere. SPRING MATTRESSES introduced its institutional campaign of: ЁA BAD NIGHT CAN LAST A WHOLE DAY Ё. The fact is that the people tend to change the channel when the commercial break starts. How can we make more relevant for the audience the benefit of the brand?
Creative Execution:
What would happen if we make the audience miss a single moment of their favourite show due to a bad night of sleep that the cameraman had? We integrated the brand concept to the program content. We involved the cameramen from CITYTV Channel; they showed how a bad night could affect their whole day.
Target Audience:
While the audience is watching the TV show, the image starts to tilt down and turns blurry as if the cameraman was falling sleep, then the creative sentence ЁA BAD NIGHT CAN LAST A WHOLE DAYЁ is displayed over the image followed by the logo. The impact of the behaviour of the cameraman was a success because nobody saw it coming.
Effectiveness:
Since the communication was within the TV show, the impact helped us increase both brand awareness and Point of sale traffic.
